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通过鲜明的空间环境塑造“重拳出击”，带区域品牌冲破二十年默默无闻的迷雾。通过深入挖掘人群特点、打造空间记忆点、建立情绪价值等一系列方法竖起品牌旗帜、扩大品牌影响力。

By creating a distinctive spatial environment that embodies a "powerful impact," the regional brand breaks through the fog of obscurity that has shrouded it for the past twenty years. Through in-depth exploration of the target audience, the establishment of memorable spatial elements, and the cultivation of emotional value, a series of methods are employed to raise the brand banner and expand its influence.

这里有嬉笑怒骂，柴米油盐，人间戏梦，滚滚红尘

—— 专题片《人生一串》结语

Here, there is laughter and anger, the essentials of life, the human drama and dreams, amidst the bustling world.

- Conclusion of the documentary "Life on a Skewer"

01 

日不落的京城夜话

Space Recipe / Night Tales of the Everlasting City

当霓虹将包括精酿啤酒桶和所有食客的脸都映在一片摇曳的橘红色里时，食客在设计的定格魔法里，短暂拥有了日不落的北京城——这是肉串汪二十年来第一次对空间进行革命式地重置，外科手术式地精准策略来自IN.X屋里门外，日落、烧烤、啤酒作为新空间的配方，在绝妙的火候里发酵出了热闹迷幻的烟火和情绪。

When the neon lights reflect the faces of both craft beer barrels and diners in a flickering orange hue, the diners briefly experience the sensation of the everlasting city of Beijing within the stillness of the masterfully designed space. This marks the first revolutionary reset of the​ WANG BBQ's space in the past twenty years, a precise surgical strategy implemented by IN.X, where sunsets, barbecues, and beer serve as the key ingredients of the new space, fermenting into a lively and mesmerizing atmosphere.

为什么偏偏是日落？

日出总是很漫长，日落却往往迫不及待，于是日不落成了一种近乎于想象的诗意——都市人的疲惫、松弛、感性都在日落时分混合着倦怠和喜悦涌来。火和肉，恰恰在此时碰撞出了最原始的味道，在将夜未夜的时候把人们引进门来，无论是烧烤、酒精、嬉笑怒骂，总归是炙热的。

Why specifically at sunset?

Sunrises always seem lengthy, while sunsets often impatiently rush in. Thus, the concept of the everlasting city takes on an almost imaginary poetic quality—urban dwellers' weariness, relaxation, and sensitivity all blend with fatigue and joy during sunset. Fire and meat collide at this moment, releasing the most primal flavors. It draws people inside during the twilight hours, whether for barbecue, alcohol, laughter, or anger—everything ultimately carries a scorching intensity.

落日余晖是一层薄薄的滤镜，但足够翻起每个晚归食客在白天藏起来的真情，空间则深谙此道，每一处细节都仿佛在说“给你一腔热血，你可别怂啊”。

The lingering glow of the setting sun acts as a subtle filter, yet it is enough to unveil the true emotions hidden by the daytime facade of every returning diner. The space itself understands this well, with every detail seemingly whispering, "Give it your all, don't hold back." It ignites a fiery passion within each individual, urging them to embrace their authentic selves without hesitation.

02

烧烤奇旅 / 自由又尽兴

Barbecue Adventure / Freedom and Fun Unleashed

美食是世界上最安全的冒险，而一连串的冒险加起来就是奇旅——如此形容肉串汪新店并不为过。

Food is the safest adventure in the world, and a series of adventures combined is a remarkable journey. This description perfectly captures the essence of the new WANG BBQ store.

以啤酒桶和环形吧台为中心，空间以散射状向四周打开，七分松弛感混合三分脱离现实的迷幻调和成肉串汪独特的“自由”。沿落日灯箱“楼上请”，如沉深海又浮出，算是正式加入日不落俱乐部。

With the beer barrels and circular bar counter at its core, the space opens up in a scattered pattern, blending seven parts relaxation with three parts surrealism to create WANG BBQ's unique sense of "freedom." Along the sunset-lit signage saying "Upstairs, please," it feels as if diving into the deep sea and resurfacing, officially joining the club of the everlasting city.

裸露的啤酒桶装置直达屋面，LED灯带和金属管道环绕，天幕切片从立面窗口介入，无论是瞬间的情绪触达还是不着边际的未来启示，都能借炙热和微醺极速发酵。裸露的结构立柱和哑光材质粗糙的材质在灯光晕染里折射出无比丰富的细部，它们和光滑凌厉的金属表面形成对比，构建出空间的烟火韵律。

The exposed beer barrel installation reaches all the way to the ceiling, surrounded by LED light strips and metal pipes. Slices of the sky canopy penetrate through the facade windows, allowing for instant emotional connection and boundless glimpses of the future, all fueled by the intense heat and intoxication. The raw structure columns and rough matte materials reflect an incredibly rich level of detail in the glow of the lights. They contrast with the smooth and sharp metal surfaces, creating a rhythmic fireworks display within the space.

与二层管道插接的等位区相仿，未定义功能区让晚餐时间更添自由——无论是等候朋友、自己干一杯还是下场透透气都无不可，空间真诚又洒脱的款待之心无处不在。

Similar to the elevated pipes on the second floor, the undefined functional area on the mezzanine level adds a touch of freedom to dinner time. Whether it's waiting for friends, enjoying a drink alone, or taking a breather, there's room for it all. The space exudes a genuine and carefree hospitality that can be felt throughout.

设计在方正空间里有节奏地植入圆形打破程式，同时也不断回应着日落的主题。包房则首次在烧烤品类空间引入“专门服务”，操作台、烤架、定制金属灯具构成了极富未来感的画面。这种服务创新弥补了烧烤店自给自足的传统就餐方式，从而也让包房更适于私密聚会和商务会餐。

The design rhythmically integrates circular elements within the square space, breaking away from the conventional and continuously responding to the theme of the sunset. The private dining rooms introduce a new concept of "specialized service" in the realm of barbecue. The operating counter, grills, and custom metal lighting fixtures create a futuristic ambiance. This innovative service approach bridges the gap between the traditional self-service dining style of a barbecue restaurant, making the private rooms more suitable for intimate gatherings and business dinners.

03

​策略为先，设计为后

Strategy comes first, design comes second

一个餐饮区域品牌能坚守二三十年，在高速迭代的一线城市是极不容易的。每一项变化，都可能使它们失去赖以生存的平衡点。但也恰恰是这些和社区、人连接紧密的小店撑起了无数普通人的日常烟火。

所以屋里门外愿意缩小景别，为区域餐馆打开无限可能的未来。

It is extremely challenging for a regional dining brand to maintain its presence for two or three decades in rapidly evolving urban environments. Every change has the potential to disrupt the delicate balance that sustains them. However, it is precisely these small establishments that are intimately connected to communities and people that bring warmth and joy to countless ordinary lives.

That is why IN.X is committed to expanding horizons and opening up infinite possibilities for regional restaurants. We understand the significance of these establishments and their role in fostering a sense of belonging and shared experiences. By bridging the gap between interior and exterior spaces, we aim to create a future where these local dining establishments can thrive and continue to enrich the lives of their customers.

肉串汪颠覆以往，为年轻人、青年人创造一个有看点、有爆点又充满情意的空间，然后希望以他们为圆心，将食客范围拓展得更为广泛。当一家小小的餐饮店能坚如磐石，对城市居民来说，就是日落时亮起的一盏灯——走进门就可以饱腹、尽兴、卸下防备。

请上楼，来一把肉串，然后继续追赶生活。

WANG BBQ is breaking the mold by creating a space that offers young people an exciting and meaningful dining experience. Our goal is to expand our customer base and cater to the needs of the younger generation. When a small restaurant can stand strong and become a beacon of light in the city, it becomes a place where people can enter without hesitation, enjoy a satisfying meal, let loose, and embrace life.

So, come on up to WANG BBQ, have a skewer of meat, and continue chasing after life's adventures.

项目信息

​Project Information

项目名称｜肉串汪·和平里旗舰店

Project Name | WANG BBQ Hepingli Flagship Store

项目地点｜中国 北京

Location | Beijing, China

项目面积｜580㎡ 

Project Area | 580 square meters

室内设计｜IN.X屋里门外设计

Interior Design | Beijing IN•X Design Co., Ltd.

设计主创｜吴为

Lead Designer | Wu Wei

设计团队｜贾琦峰、刘晨阳、张顺、宋江丽、应哲光

Design Team | Jia Qifeng, Liu Chenyang, Zhang Shun, Song Jiangli, Ying Zheguang

照明设计｜元入科技 Uniimport

Lighting Design | Uniimport

视觉输出｜正是飞扬 Fayoung Design

Visual Output | Fayoung Design

项目摄影｜Boris Shiu

Project Photography | Zheng Yan

项目摄影｜肖石明

Project Vedio |  Xiao Shiming

项目文案 | NARJEELING那几岭

Project Copywriting | NARJEELING

项目策划｜楽品牌策略机构

Project Planning | LE Brand Strategy Agency